The Brand Analytics Demographic Report on Amazon Seller Central provides key insights about customers, which can be used by sellers to better understand who is buying their products. Amazon provides a range of reports that help sellers with inventory management, sales, advertising optimizations, and more. One unique tool offered to Amazon sellers is the Demographics report, located in the Brand Analytics dashboard. This report summarizes demographic information about a seller’s customer base, including age, gender, income, and more. The dashboard further breaks down the reporting range, allowing you to filter by date. With so much data, it can be difficult to interpret and effectively utilize this information. By breaking down the information and analyzing the key metrics, sellers can identify opportunities to customize their product offerings and connect with shoppers. This article will walk through the basics of the Seller Central Demographics report, including an overview of what the Brand Analytics Demographics report is and who can use it, how to pull a demographic report on Seller Central , and analyzing the demographic information to derive key insights about your customers.
Brand Analytics Demographics Report Overview
The demographics report on seller central is an analytical tool that helps sellers learn more about their customers. The tool provides information about the customers, including their age, income, education, gender, and marital status. This data can be used to connect sellers to their customer base and better tailor to their needs. Each demographic metric contains valuable information that can tell a story and illustrate more about the customer. When combined with other Brand Analytics reports, like Repeat Purchase Behavior and Market Basket Analysis, this report can help sellers and marketers create a clear picture of who their customers are and what they are looking for from the brand.
The Amazon demographics report allows the seller to view weekly, monthly or quarterly data. Sellers that have multiple registered brands or who sell a variety of products can also filter this data by the brand name or product category. Once a category, brand, and reporting period have been selected, the report summarizes data for the Unique Customers and the Unique Orders. The report shows a total count of unique orders and unique customers for each demographic cohort. It also provides the percentage of the total and the change in percentage compared to the last reporting period. The report also conveniently breaks each demographic down into groupings, making it easier to interpret the data. For example, the age is split into 6 groupings, making the information much easier to comprehend.
How to Pull a Demographic Report on Seller Central and Organize the Data?
The demographics report on seller central is located under Brand Analytics. Brand registered sellers can find this report by navigating to the “Brands” tab of seller central, clicking “Brand Analytics”, and then selecting “Demographics” at the top of the page. At this point, filter the report by the reporting period, brand, and category. Sellers can then view the report at a glance or can download the data and identify further insights by using a pivot table and other excel functions.
When analyzing the report using excel, organize the data so that it is easier to read and understand. If pulling data from multiple reporting periods, make sure that the data is separated to avoid later confusion. To gain further insight, create a pivot table from the data. Pivot tables can help you identify patterns and trends in the data along with making comparisons between different groups.
Analyze the Demographic Information and Derive Key Insights About your Customers
Overall, the demographics report contains a lot of valuable information. So what can an Amazon seller do with all of this data? Marketers and Advertisers place a lot of emphasis on demographic reporting because it can help brands connect with their audiences and identify ways to improve communication with their customers. For this reason, it’s important to understand how each metric can be used.
Age and Gender Demographics
Age and gender are often a major focus since these details can predict a customer’s interests and lifestyle. People that fall into the same age group and gender often have similar interests and shopping habits.
Income Demographics
Income is another important factor since it indicates the level of discretionary spending that the customer has. This data is useful for showing the products that are considered essential, in which every income grouping purchases them at the same level, vs products that are more luxury, in which the product is purchased more often by customers with higher incomes.
Education Level and Marital Status
Education level and marital status are great for predicting lifestyle behaviors and customer priorities. Married people often spend differently than single people because their expenses are shared and they are more likely to be shopping for a family.
Education Demographics
Education level can indicate customer priorities and may correlate strongly with brand values and ethics.
Once you better understand these details about your customers, you can begin building out demographic cohorts. Cohorts are a group of people with shared characteristics. With this data, a brand may realize that the majority of their customers are married women with an income level over $100,000. The brand can then use this information to communicate their products’ attributes and overall value to fit what the customer cares about most. In this case, the brand may communicate that their products are great for busy parents or kid-friendly. The brand can also utilize this information when advertising, by picking more relevant audiences and aligning their offerings with similar brands. There are many opportunities for growth for brands that utilize the Brand Analytics demographics report. The key to successfully using this information is identifying what the customers have in common and how this translates to their shopping behaviors.
Frequently Asked Questions on the Brand Analytics Amazon Demographics Report
How many orders are needed for a seller to have access to a demographic report?
At least 100 unique customers are needed to access a demographic report. If you don’t have that many customers, try increasing the reporting range to monthly or quarterly.
What metrics are included in the Seller Central Demographics report?
Age, income, education level, gender, and marital status are included in the Seller Central demographics report.
Can I search for a specific ASIN in the demographics dashboard?
Yes, sellers can search for a specific product by using the ASIN search box at the top of the report dashboard. Note that this feature is currently only included in the old version of the dashboard. It may be available on the new version of the analytics dashboard at a later date but currently is not.
Do I need to be brand registered to access the demographics report?
Yes, sellers need to have a registered brand on seller central in order to access Brand Analytics and its reports. For help with registering your brand on Amazon, click the contact button at the bottom of the page.
How often can I pull a demographics report?
You can pull demographics information as often as you would like, but the reporting data updates for weekly, monthly, and quarterly periods.
Where to find Amazon brand analytics?
You can find Amazon brand Analytics on Seller Central by going to Reports -> Brand Analytics.
How can I learn about my customers on Amazon?
The demographics report combined with other Brand Analytics reports can help you build a profile for your customers and identify what they share in common. You can then use this information to conclude what they value and how you can communicate your product offerings to them.
What other customer reports are available on Seller Central?
Brand Analytics offers multiple types of reports, including market basket analysis, Amazon search terms, Search Query Performance, Repeat Purchase Behavior, and more.
Conclusion
The demographics report on Amazon seller central is a great tool that should be utilized by all brand registered sellers. The tool allows brands to see who their customers are and learn about their shopping habits. This information can be used to improve product copywriting, advertising, and overall brand positioning compared to competitors. By using the demographics report, brands will better understand their top customers and be able to connect with them more by catering to their needs. For more help with reporting and brand building on Amazon, click the contact button below.